Brand Tone

Professional and Authoritative, Authentic and Trustworthy, Performance-Focused

Brand Values

• •Efficacy and Performance
• •Scientific Rigor
• •Natural and High-Quality Ingredients
• •Authenticity
• •Athlete-Centric

Best Practices

• •Lead with Expertise: Always ground the copy in the brand's foundation of scientific knowledge and elite athletic experience. Use phrases that allude to this expertise, such as 'formulated for,' 'engineered to,' and 'proven in.'
• •Emphasize Authenticity: Continuously reference the 'for athletes, by athletes' narrative. The founder's story is a powerful asset that should be woven into the brand's communication to build trust.
• •Focus on the 'Why' Behind the Product: Don't just list ingredients; explain their purpose. For example, instead of saying 'contains electrolytes,' say 'contains a precise blend of electrolytes to optimize hydration and prevent cramping.' This educates the consumer and reinforces the brand's scientific approach.
• •Maintain a Professional and Clean Aesthetic: The language should be direct, confident, and free of hyperbole. Avoid overly casual slang or marketing jargon that could undermine the brand's authoritative tone.
• •Let the Quality Speak for Itself: While the price is a factor, the copy should focus on the value and superior quality of the products. Use testimonials and positive reviews to your advantage, as third-party validation reinforces the brand's claims of efficacy and trustworthiness.

Social Perception

Perceived as high-quality and effective, credible and trustworthy due to the founder's background. Products are often highlighted for superior taste and texture. Main caveats include premium pricing and a low social media profile, which means less community engagement.

Copy Examples

• •Engineered by a champion, for your personal best. Our new STEALTH Energy Gel combines real fruit with a precise carbohydrate blend to deliver sustained energy without the sugar crash. It's not just fuel; it's a competitive edge, formulated from decades of elite racing experience. Taste the difference that science and authenticity make.
• •The toughest training days demand the most trustworthy nutrition. Developed in the unforgiving conditions of professional cycling, our products are made to perform when it matters most. What's your secret to pushing through the pain barrier? #SecretTraining #TrainSmarter
• •Fuelled by Science, Proven on the Podium. Secret Training is more than just nutrition; it's the culmination of a lifetime in sport. We create products we believe in, because we use them ourselves. Experience the peak of performance nutrition.
• •Subject: Don't let your nutrition be your weak link. As an athlete, you leave nothing to chance with your training. Why should your nutrition be any different? At Secret Training, we obsess over every ingredient and every formulation, so you can focus on your performance. Explore our range of hydration and recovery solutions, designed to work as hard as you do.
• •Our Vegan Recovery Protein Mix is designed for the crucial post-exercise window. With a complete amino acid profile from plant-based sources, it supports muscle repair and reduces soreness. No artificial sweeteners, just clean, effective recovery. Because what you do after you train is just as important as the training itself.